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ServiceNow & Workday Honored at EXHIBITOR’s 23rd Annual Corporate Event Awards
Sparks has two wins to celebrate in EXHIBITOR magazine’s 23rd Annual Corporate Event Awards — including the program’s top honor. ServiceNow’s Knowledge 2025 conference took home the Judges’ Choice Award, and Workday Rising 2025 was also named a winner in the Customer Conference/Event category. Now in its 23rd year, the program judges entries primarily on…
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8 Exhibit Experiences That Made Black Hat 2026 Impossible to Ignore
At a Glance Black Hat 2026 brought more than 20,000 security professionals to the Mandalay Bay Convention Center in Las Vegas, with the Business Hall opening its doors August 4th through the show’s close on the 6th. It’s one of the industry’s most technical audiences — practitioners, not just buyers — and that changes what…
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HCEA 2026 Reveals What It Takes to Win & Run Healthcare Event Programs
Healthcare event marketers are being asked to deliver more under tighter commercial pressure, and no single team can meet that challenge alone. At the Healthcare Convention & Exhibitors Association’s 2026 annual meeting, Sparks joined leading brand and industry voices to examine what the market is demanding of both partners and programs. At a Glance Kristin…
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Why Trust Became the World Cup’s Real KPI
At a Glance Brands poured more into experiential marketing around the 2026 World Cup than almost any event before it — fan festivals, hospitality programs, city-wide activations across all 16 host cities. But size and spectacle were never the real test. The harder question was which of those experiences actually earned belief, not just attention.…
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What 7 World Cup Venues Revealed About Fan Experience
At a Glance The World Cup gave brands endless chances to show up this summer. What’s stuck, weeks after Spain lifted the trophy, are the moments that happened around the matches — in fan zones, in the stands, in the space between wins and losses where the tournament actually felt personal. Levy’s Vantage Point: Seven…
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Michelob ULTRA Summit Wins Best Sports Activation at Experiential & Event PR Awards
The Michelob ULTRA Summit has won Best Sports Tie-in/Sponsorship Activation at the 2026 Experiential & Event PR Awards from PRNEWS and Chief Marketer. The activation also received honorable mentions in two additional categories: Best Olympic Tie-In/Sponsorship Activation and Best Overall PR Event/Experiential Campaign (B-to-C). As the Official Beer Sponsor of Team USA and USA Hockey,…
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Three Years In: The Biggest Chapter Yet for Sparks at the UK Creative Festival
Margate has become something of a second home for Sparks. This year — our third consecutive year partnering with the UK Creative Festival and Creative Circle Awards — we brought our most ambitious programme yet to the Kent coast: a bespoke VIP lunch, a main-stage panel, and sponsorship of the Creative Circle Awards ceremony itself. What started…
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From Experience to Transformation: The Next Era of Brand Marketing
At A Glance The Argument: The experiential marketing industry is moving from the Experience Economy to the Transformation Economy — from designing for memorable moments to designing for a lasting change in behavior. The leaders pulling ahead are those who are building for individualized, sustained impact rather than scaled spectacle. The Frame: The Transformation Economy…
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Sparks and ADWEEK Bring CMOs to Cannes for an Afternoon at Le Palais Bulles
Marketing Vanguard at Cannes: Access, Not Attendance Cannes Lions draws the marketing industry’s attention to Cannes for one week each year, but ADWEEK’s Marketing Vanguard community treats the festival differently: as a chance to get its invitation-only network of CMOs together, away from the main conference halls, for something less transactional. This year, that meant…
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Sparks UnCanned: What Happens When the Right People Are in the Room
There’s a version of the industry conversation that happens at the front of a ballroom, behind a podium, in front of an audience. Sparks UnCanned was not that. On June 23, Sparks — in partnership with TruNorth — hosted a room of senior marketing leaders at Wheelhouse NYC in Tribeca for a full day built…
